This the deck from the Advanced Social Strategy training at Organizing New York 2013

1. Social Media Strategy 101
Beth Becker
@Spedwybabs
@ProgCongress
@IndigoStrats
FB: Spedwybabs
Pinterest: Beth Becker
Organizing 2.0
March, 2013
New York, NY

2. Social Media
Social Networking
Social Sharing
Social Shopping

3. Pyramid of Social Media Strategy
Targeted
Engagement
Quality
Content
Integration
with entire Authenticity
organization
2

4. Questions to Ask Yourself
What do I want to say?
Who do I want to say it to?
When do I want to say it?
Who do I want my audience to repeat it to?
What areas of interest exist between us & our audience?
How formal is my relationship with my audience?
Which social media platform is best to accomplish my goal?
What other pieces are there to this effort & how can social media complement
them?

5. Who do you want to say it to?
Targeted Engagement
Political Ideology
Issues of Interest
Network
Hashtags

6. When do I want to say it?
Facebook Twitter
FB Self Reports Best Time in general:
No Best Time- Repetition
9-10 PM ET
Facebook Insights Tweriod.com

7. Who do I want my audience to repeat it to?
What areas of interest do I share with my audience?
Pay attention to what people comment on/retweet
Notice people’s bios
Ask open ended questions and note who responds

8. Which social media platform is best to accomplish my goal?
Building Influencing Easiest
Web Traffic Integration of
Biggest + community; the Targeted
Driver Blog w/Social
Groups Influencers Engagement
Pretty even Tech minded
Biggest 18-24, no Women 18-34, little
Demographics
gender split, young men
gender gap w/80% gender gab
under 35 (18-25)
links, links most links, text,
pictures, popular
Types of pictures, pictures and
video get pictures/video anything goes
Content are now video, video
most traffic
embedded podcasts
text only
long term
media/blogger collaborative
conversations, hangouts for web traffic
outreach; real
social action, social media
Best Uses time small video referral,
internal &
conversation; ie. story
external conferences meme testing
trend monitoring gathering
communication

9. Facebook Groups as Organizing Tools
*Internal Team Communication (secret)
*Group of people with a common interest, cause or work to do
*Group training community- good as a follow up & keep in touch tool

10. Facebook Groups as Organizing Tools
Montage of members Avatars
Add new members

11. How formal is my relationship with my
audience?
Don’t mistake
formality
for lack of
personality

12. What other pieces are there to this effort & how can social
media complement them?
Offline Online
Doing a townhall Take ?s via Twitter or Facebook
Holding a press conference Do a Blogger Call/Hangout
Live Tweet- do a series of
Door knocking Pinterest boards featuring
neighborhoods
Create a foursquare location,
Holding a rally
Live Tweet, designated #
Collect stories/pictures etc
Doing any kind of advocacy push
via Tumblr

13. Pinterest

14. Tumblr
memes

15. Tumblr
story collection
for advocacy

16. Tumblr

17. Stealth
Relatively
Inexpensive Facebook Ads Highly
Targeted
Source
Call to Action
Untraceable
12

18. Multi-Platform Townhall
Take ?s on
Take ?s on
Twitter
Allows for ? pre screening Facebook
via a
Hashtag
Video tape the answer
Post on You Tube/
Vine for Twitter